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An Indian Journal

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BTAIJ, 8(10), 2013 [1412-1417] Tourism development of historical cultural street -A case study of fu king culture street

Xue feng Wang School of Economics and Management, Jiao tong University, Beijing 100044, ()

ABSTRACT KEYWORDS

The paper summarizes the tourism resources and the exploitation status of Historical cultural street; Fu King Cultural Street. With the SWOT analysis method, I get the strength, Fu king cultural street; weakness, opportunity and threat for the exploitation of Fu King Cultural Tourism; Street. This paper proposes development of four series of tourism Exploitation. production combined with cultural tourism resources and the needs of ’ tourists. This paper aim is helping to develop the tourism exploitation of  Fu King Cultural Street. 2013 Trade Science Inc. - INDIA

INTRODUCTION services for residents, social life and customs of the resi- dents have therefore become important historical fea- ’ Historical cultural street are district or block that tures of historical culture street s constituent elements[4]. displays the traditional style of a certain historical pe- With the development of society, the acceleration ’ riod, social, economic, cultural, lifestyle and local char- of urbanization and the increase of people s consumer acteristics. The defining criteria of which are: Areas demand, Historical cultural street faces an intensifying possess better preservation of heritage buildings and conflict between protection and development. Tourism ’ heritage buildings to a certain size; districts traditional development for historical culture street is an effective physical environment, (that is, the original streets pat- means of protection and use. It can not only enrich the tern, river water and construction style etc.) is relatively government revenue and increase income of local resi- well preserved; blocks have a certain historical, scien- dents, but also improve the neighborhood environment tific, cultural values[1]. Historical cultural street is a con- and strengthen the protection, also can play neighbor- “ ceptual category of historical and cultural protection hood history, education, aesthetic and other functions, ” areas , also, it is an intermediate level of the complete then to achieve its cultural, economic, social and other system which protects single cultural, historical and cul- multiple value[5]. tural protected areas, historical and cultural city[2]. Dif- The current study of historical culture streets mainly “ ” ferent from the monomer and specimen of heritage focus on its protection and planning, while few studies buildings, Historical cultural street is building group that on its exploitation and utilization, among which, Yanhua ’ survived in the historical development a city s of urban- Zhang and Ming Wei have discussed and researched ization and preserved the history information of urban the relationship between Experience Economy and re- development[3]. Owing to its clear feature of providing use of historical cultural street[6]; Suyan Shen and other BTAIJ, 8(10) 2013 Xue feng Wang 1413 FULL PAPER scholars have theoretically discussed the on the preser- important position in Chinese Buddhist; The Beijing Lu vation principles, tourism development ideas and pat- Xun Museum built based on the construction of the terns of historical culture street; In addition, holding pro- former residence of Lu Xun-a great master of Chinese tection of the old city of Jinan for example and from the literature; The Geological Museum of China which Re- perspective of community tourism theory[7], Xuxia Qin nowned Chinese and foreign; and relatively well-pre- and Jiamei He have put forward recommendations and served Siheyuan (four-side enclosed courtyards) etc. exploration ideas on development of Jinan[8]. There are extremely rich cultural resources in the west section of the street, especially the temple of an- TOURISM RESOURCES ANALYSIS OF FU cient monarchs, the White Tower in Miaoyingsi Temple KING CULTURAL STREET and the Guangjisi Temple are the focus of tourism de- velopment, because of both their own value on tourism Fu King Culture Street is a long street full of an- development and leading role in the development of the cient charm, which was formed in the Yuan Dynasty street. and after the Ming and Qing dynasties until today. With Therefore, fully development should be place on a total length of 3.8 km, Fu King Block is composed of these key cultural relics and distinctive neighborhoods- ’ Fu Cheng Men Nei Street, Xi an Gate Street, Wenjin by making full use of resource advantage on this street, Street and c Jingshan Front Street. On both sides of we can develop tourism-based cultural industries and the street, retained 19 historical and cultural relics from create a tourism environment and tourism hot spots, the Yuan, Ming and Qing to modern, therefore, it is a gradually, make Funei Street into a cultural tourism street unique street which owns the most historical sites in featured by environmental elegant, distinctive, smooth Beijing even in the national-wide and it is also an im- flow of traffic, economic development. Echoes with the portant tourist district that of Beijing east section, the west section will be built into a com- focuses on creating. plete golden tourist route. The distribution of tourism resources Tourism resources system The tourism development of east part of Fu King Overall, tourism resources of Fu King Cultural ’ Culture Street (section from Xi an men Gate to Jingshan Street can be divided into four major tourism resources Park) has been relatively mature and more representa- system: tive of the cultural characteristics of the Imperial City. Firstly, cultural heritage tourism resources repre- The World Heritage: Palace Museum and sented by royal garden, old residents of celebrities, “ ” have formed the Golden Triangle tour- mansion of princes, religious temples, and ist area, which is the place almost Chinese and foreign Siheyuan (four-side enclosed courtyards) folk festival, ’ tourists certainly go to visit. Among these tourist attrac- China s time-honored brand shop, folk arts and crafts tions, Zhong Nanhai (the central headquarters for the etc. Key examples are Beihai Park, Jingshan Park, and Communist Party of China) is world-famous; the North- Temple of ancient monarches.etc. ern Catholic Church is the largest Gothic building in Secondly, water scenery tourism resources repre- Beijing, Beijing Library is the first palace-style cultural sented by six-water system of the inner Beijing city, facilities in China. that is, Zhong Nanhai(south lake, North lake and middle The west part of Fu King Culture Street (section lake), (former sea, latter sea and western sea) from Gate to ) is relatively less devel- Thirdly, arts tourism resource on behalf of national opment and thus becomes the exploration focus of the culture and art level, such as Beijing Library Fu King Culture Street. Fourthly, business tourism resource represented by The west part owns: The temple of ancient mon- the small business district from Fuchengmen Gate inner archs; The White Tower in Miaoyingsi Temple built in street to Xisi section. the Yuan Dynasty and a symbol of the ancient capital of All in all, Fu King Cultural Street has a very deep Beijing style; The Guangjisi Temple which occupies an historical atmosphere, rich cultuBre iicooTnneocthatnioonllso agnyd An Indian Journal 1414 Tourism development of historical cultural street -A case study of fu king culture street BTAIJ, 8(10) 2013 FULL PAPER unique charm of the ancient capital. Also, it is a blend of attract a large number of domestic and foreign tourists, many outstanding historical and cultural heritages of the moreover, tourism exploitation and development of Yuan, Ming and Qing dynasties, and a connection of which are becoming gradually mature. royal classic culture, Chinese and foreign religious cul- While the western tourism section of the street ture, folk customs culture and Celebrities culture. There- mainly focuses on cultural, religious, business develop- fore, the advantages of its size, the essence of agglom- ment is relatively slow development. From an integrated ’ eration and features are very significant. situation of cultural resources actual distribution and Characteristics of tourism resources in the street current tourism development level, the western section has great development potential, is the best areas for The full range of cultural tourism resources tourism development and the long-term construction pri- Within a limited area of 3.8 km, Fu King Cultural orities in Fu King Cultural Street. But in fact, the tour- Street encompasses the historical and cultural landscape, ism of the western part including the development of natural beauty, entertainment, leisure, financial and com- some attractions, such as the Temple of Ancient Mon- mercial and other resource types. Within its scope, there archs and the White Tower, are far from fully devel- are Beihai Park Jinshan Park two royal gardens, as well oped or does not achieve the ideal level. Worse still, as a large number of temples and mansions with long Commercial development in the western part is also history, which include national-level museums, monu- very confusing, the whole Fu King Cultural Street now ments and former residences of celebrities like Lu Xun possesses 498 enterprises and institutions of various Museum. types and 354 of which have clear business scope. The Cultural tourism resources rich in content classification of the specific business scope shown in the follow pie chart: Beijing is a city combining historical tradition and modern fashion, and the same is true of Fu King Cul- tural Street, which reflected in its historical and cultural sites, museums and civil constructions. Great potential of tourism resources development Tourism and business of Fu King Cultural Street is very prosperous, functional blocks such as Shichahai and Financial Street area are tourist hot spots and have ’ great influence on Beijing s tourism market. Therefore, the tourist resources of Fu King Culture Street have Figure 1 : The main business categories in Fu King Culture potential for further excavation on the cultural content Street and opening up markets. It can be seen from the chart that culture and tour- TOURISM DEVELOPMENT CONDITIONS ism industry-related businesses accounted for about 30% of the total business and there is still much room ANALYSIS OF FU KING CULTURAL STREET ’ for development. Moreover, today s business manage- Tourism development status ment is in chaos, so there is great potential in commer- cial development of Fu King Culture Street, then it will Big differences are existent in the tourism develop- step after the Financial Street, Fuchengmen business ment degree of Eastern and western parts of the street, district, the business district. the prime tourist area in eastern part attracts foreign Therefore, the development situation of the Fu King visitors who firstly come to Beijing is already quite ma- Culture Street is not optimistic. Imbalance of tourism ture. , Jing Shan Park and Beihai Park development on eastern and western, development ef- have become the Golden Triangle area in Xicheng Dis- forts, development content and development projects, trict, Beijing and even in the whole Beijing city. It does BiioTechnollogy are all worthy of scrutiny. An Indian Journal BTAIJ, 8(10) 2013 Xue feng Wang 1415 FULL PAPER

SWOT analysis of tourism development ism and folk tourism, thus to form a new tourist spot Advantages of tourism development location with White Tower, Temple of Ancient Mon- archs, Guangjisi Temple and Siheyuan style reserves in The main advantages of tourism development in this Xisi as the center and to promote the tourists in east block in the following four aspects:  tourism golden triangle to western section, and thus Full range of tourism resources and the quality is activate the whole tour area, make it become Beijing high;  famous tourist street and become an important part of Deeply rooted in history and cultural significantly, it the Humanistic Olympics. has many cultural relics contains a huge economic —— “ “ In addition, the three streets Fu King Cul- potential of cultural value can be called the Cul- ” “ “ tural Context Tourist Street and Xidan Commercial tural Context of West District, Beijing; ”  context Business Street together with famous Finan- Transportation here is convenient, accessible and cial Street, should be built together in harmony and tied around the center of many industries;  complementary compatible in order to create a region There is obvious location advantage that it is adja- of tourism, culture and economic environment of mu- cent to other important functional neighborhoods tual driven. such as , Xidan business center, Tourist Business District of Xizhimenwai, Threats to tourism development Shichahai Historical and Cultural Tourism Scenic Similar tourism resources and the fierce competi- Area of Shichahai. tion are two major threats of Fu King Cultural Street. Disadvantages of tourism development Although it is rich in tourism resources, but the sur- rounding areas like Beijing Financial Street and His- First, the ancient capital was severely damaged, it is torical and Cultural Tourism Scenic Area of Shichahai urgent for us to take measures to stop the destruction of have the similar ones, so, how to play its own special the historic district and turn it into the one with tourism ‘ —— card is a bottleneck for Fu King Culture Street s future value. Second, they lack of effective integration development. Small Business, Beijing cuisine restaurants and folk cul- ’ tural activities in Fuchengmen Inner Street to Xisi section FU KING CULTURAL STREET S PROTEC- characterized a long history and deep traditions, which TION AND TOURISM DEVELOPMENT should be maintained the traditional character combined STRATEGIES with the tourism development. Government should ac- tively support the traders who consistent with the devel- Landscape renovation opment form of this street in order to guide and demon- strate for future comprehensive adjustment of industry. The primary content of landscape renovation is Merchants should be encouraged to operate food remediation on the Main Street and roadway landscape, and drink, jewelry, antiques, artifacts, traditional handi- etc. In line with the principle of repairing and remaining crafts and other special business that meet the devel- the old cultural landscapes as their original appearance, opment requirements of Fu King Cultural Street and some dangerous buildings maintain the architectural style then to gain benefits. of Ming and Qing Dynasties should be refurbished, and some compounds not in harmony with the traditional Tourism development opportunities style should be removed and reconstructed. Addition- — Beijing Xicheng District, as the core area of the ally, space landscape renovation -mainly refers to capital, has a unique advantage, but also has profound renovation of river and street, section and point, lane ’ ’ historical and cultural heritage, is Beijing s first choice and road, is an important part of the old block s land- for travel. Choosing the western part of Fu King Cul- scape renovation. tural Street as the focus of short and medium term tour- Cultural atmosphere creating ism development and construction, integrating tourism  ’ resources, developing heritage tourism, religious tour- Business stores functional tBraniisofoTrmecahtionno, llmogakye An Indian Journal 1416 Tourism development of historical cultural street -A case study of fu king culture street BTAIJ, 8(10) 2013 FULL PAPER

them into a tourist shops. gray shade of the residential courtyard building among  ’ ’ Business stores appearance transforms, the stores trees. If all the cultural relics inside the Forbidden City appearance, reflecting primitive simplicity style and have renovated and be open to protect the residential coordinating with the overall landscape, to uniform streets, developing cultural tourism in the form of family standard. hotels, tea gardens, restaurants, arts and crafts (such as  Building interpretation system and enhancing the the Palace supplies) in the production and sale of such “ experience effect of tourists. items, exploiting living in the Imperial City and visiting  ” “ ” Outstanding commercial breath and managing ex- Beijing and Imperial Two-Day Tour tourism prod- perience products for visitors. uct around the world. We develop Royal ritual tour, not only will bring huge economic benefits for Beijing, but Product development also effectively expand employment, improve income Tourism product positioning for Historical and cul- of local residents and conservation awareness, so as to tural blocks should be established on the basis of many promote the protection of historic districts, forming a factors such as its theme, cultural nature, tourist de- virtuous circle. mand and regional cooperation [9]. According to its Harmonious faith tour cultural tourism resources and future development This street comprises five main world religious build- trends, combined with the needs of tourists, Fu King “ ings, because there is a legend about not go out Street can develop four main tourism products as fol- ’ ” Xicheng, but experience the world s religious , so lows: Royal ritual tour, Harmonious faith tour, Celebri- “ ” ties tour and Popular Science and Further studies tour. people call Fu King Street as the cultural context of Xicheng city. Whether Christians or ordinary tourists ’ Royal ritual tour can feel different features of the world s religions, ac- The Forbidden City, Jing Shan and North Sea as cept different religious cultures so that to create a har- the center of the of the Imperial City has become the monious faith trip is another fist product landscape cul- most concentrated areas for visitors, integrated with the ture special tourism lines. TABLE 1 : Five major religions in Fu king street religion Architecture Name Chinese Buddhist shrine Guangjisi Temple Buddhism Tibetan Buddhism Miaoyingsi Temple Taoism architecture in the Ming Dynasty Hall of large high-Hyun Islam Islam Muslim Yongshousi Temple Catholic The largest Catholic church in Beijing Xishiku Church Christian Gangwashi Christian Church Christian Church

Celebrities tour of literature and art, and can enrich the cultural heritage Located on three west at fuchengmennei, the former of their own. residence of Lu Xun and Lu Xun Museum systemati- Popular science and further studies tour cally shows his great performance in modern revolution ’ Based on its rich and deep heritage collection, Asia s literary career and modern ideological and cultural fields —— largest geo-science museum -Geological Museum with the use of historical data, it also display vivid fully ’ “ of China attracts young people and the tourists who is lu xun s life as the Chinese culture revolution of the ” interested Popular Science, creates popular science, brightness of the virgin . We can build biographical lit- teaching, academic exchange, viewing and leisure for erature museum, create characters former residence trip further studies in one trip. It will be constructed as the and cultivate people visit the museum and the new con- first class in Geological education and a platform for cept of leisure culture. Visitors can feel the atmosphere BiioTechnollogy quality education for youth. An Indian Journal BTAIJ, 8(10) 2013 Xue feng Wang 1417 FULL PAPER

Guarantee measures district and the commercial streets and traditional his- On the one hand, we should enhance the quality of torical and cultural areas, becomes known as a famous tourism employees streets especially shop operators, cultural tourism Street. because as the main practitioners, they participate in decision making on various measures for tourism prod- ACKNOWLEDGEMENT uct development and conform to the requirements of the historical and cultural tourism products, such as the The Paper is Funded by Beijing Jiaotong Univer- integrity of hospitality, quality service, enhance industry sity (2012JBM045) standards and attract foreign tourists and enhance ’ street s brand. REFERENCES In addition, the tourism development of the district ’ can not do without leader s attention, which include in- [1] Gu Xiaowei; Historic Street-Focus on the protec- tion of historical and cultural city [J]. Urban Stud- troduction a range of policies and set up a special agency ies, (5), 57-59 (1998). to coordinate the emerged various relationships and [2] Wang Jinghui, Yuan Yisan; Protection of historical problems among the residents, business operators and and cultural city and planning theory [M]. Shang tourists. Hai: Tongji University Press, (1999). [3] The Historic Street Preservation-management Of- CONCLUSIONS fice of Shaoxing. The preservation of Cangqiao Zhijie, a historic street of Shaoxing [J]. Urban Stud- Historical and cultural conservation areas not only ies., 8(5), 61-65 (2001). [4] Ding Chengpu, Zhu Yuheng; Protect historic street protect the historic buildings body, but also save the — culture it carries, which is an affirmation of cultural di- and continue the ancient city of Context taking versity. Whether in the development of historical dis- the protection of Wushani District in as an example [J]. Journal of Zhejiang University (So- trict at the same time preserve the culture and meet the cial Sciences Edition), (2), (1999). necessary of city construction in accordance with the [5] Zhu Dongguo, Xie Bing geng, LI Xiaoqing, Fu Lihua; characteristics of the city, are the key to development Study on a Deep Development of Tourism Prod- — and protection of Historical and cultural streets. ucts in the Historical and Cultural Blocks A Case Therefore, it is worth exploring how to make better Study of Chengzheng Street in Xiangtan City [J]. use of cultural resources and does not undermine the Journal of Jishou University (Social Sciences Edi- authenticity of culture. tion). 31(3). May, (2010). ” In the full analysis of tourism resources, the paper [6] Zhang yanhua, Wei Ming; Experience Economy discusses the current situation of Fu King Street, based and Reuse of historic street (architecture) [J]. Ur- on the principle of full use of cultural resources and com- ban Planning Forum., (3), (2002). bined with the needs of tourists; the author proposes [7] Shen Suyan, Sha Run, Wei Xiangdong; The Pre- liminarily Study on Exploitation of Tourism in His- the exploitation of tourism product. toric District [J]. Resource Development and Mar- — Of course, we must also protect cultural resources ket., 19(4), 266 268 (2003). and have done a certain repair work for historic build- [8] Qin Xuxia, Hejiamei; Tourism development and pro- ings in order to reach the balance of conservation and tection in Historic District [J]. Culture and educa- — development. tion Information., (2), 73 74 (2006). The Fu King Street develops cultural industries fo- [9] Wang Hai; A Case Study of Development of His- — cus on tourism, preliminary achieves strategic vision of torical & Cultural Blocks Taking Qin tai Road in blocks westward flow of the eastern section, promotes Chengdu as an example[J]. Journal of Chengdu connection with the blend between modern financial University.(Social Sciences Edition), (2), (2009).

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